From changing hiring practices to evolving candidate expectations, the sales industry is adapting to economic uncertainties and new ways of working.
A balanced market for now
2024 began heavily tilted in favour of employers, with companies holding the upper hand due to an abundance of strong professionals on the market. However, as we enter 2025, the market is stabilising. Businesses are hiring again, particularly for senior roles, as economic uncertainties have started to ease.
Looking ahead, this balance may tip back toward a candidate-led market by mid-2025, but only time will tell.
For companies, this means that now is the time to secure top talent before competition intensifies. For jobseekers, it signals the need to act decisively while opportunities remain abundant.
Demand for revenue drivers
Towards the end of last year, the roles in highest demand have been those directly tied to revenue generation. Business development managers (BDMs), account executives, and salespeople who can self-generate leads and close deals are in short supply.
Interestingly, businesses are also adapting traditional roles to be more revenue-focused. Account managers and customer success managers, once responsible primarily for maintaining client relationships, are increasingly tasked with driving new revenue streams within existing accounts – and in some cases, are being targeted on acquiring brand new accounts too.
This shift reflects a broader trend: companies are doing more with less by maximising the commercial potential of their current workforce.
The evolution of sales roles
In response to budget constraints, companies are streamlining sales roles to combine responsibilities.
For example, instead of maintaining separate teams for lead generation and closing deals, some businesses are merging these roles into a single ‘360 salesperson’ position. While this reduces costs, it places greater pressure on individuals to deliver across the sales lifecycle.
Sales development representatives (SDRs) or inside sales executives - traditionally the entry point for many in the sales industry - are also evolving. Once seen as a stepping stone to higher-level roles, SDR positions now face retention challenges as ambitious professionals seek rapid progression.
Companies looking to keep talent in these roles are focusing on clear progression pathways, offering opportunities for SDRs to advance while maintaining their expertise within the team.
Cultural fit over commission?
While salary and commission remain critical factors for sales professionals, company culture has risen to prominence in candidate decision-making. Professionals increasingly seek roles in organisations where they feel valued, supported, and recognised for their contributions.
A strong cultural fit, collaboration, and career development opportunities are now key selling points for employers.
For companies, this means that cultivating a positive workplace culture is no longer optional. Professionals have more tools than ever - Glassdoor reviews, LinkedIn trends, and employee testimonials - to assess a company’s culture before applying. A poor reputation in these areas can deter top talent, even when the role offers competitive pay.
The hybrid work dilemma
Overall, the appetite for remote work has shifted. While flexibility remains important, many candidates, especially those earlier in their careers, crave the social and professional benefits of a hybrid working environment.
Younger sales professionals often seek opportunities to collaborate in person, learn from colleagues, and build camaraderie. Conversely, more experienced professionals often prioritise flexibility, so while there is more of an acceptance that some office presence is required, striking the right balance is critical for companies aiming to attract talent across all experience levels.
Challenges in recruitment
Despite the abundance of strong talent, companies face several recruitment challenges. At the senior level, employers often find themselves overwhelmed by high volumes of applications.
While having 1,000+ applicants for a single role might seem like a good problem, the sheer volume can make it difficult to identify the right fit – especially if you aren’t working with a recruiter.
For junior and mid-level roles, retention remains a key issue, particularly in positions like SDRs, where high turnover can disrupt team stability. Additionally, companies that take too long to make hiring decisions risk losing people to faster-moving competitors.
Even in a more balanced market, speed and efficiency in recruitment processes are essential.
Inclusion and diversity: room for growth
Organisations that embrace inclusive hiring practices and promote diverse leadership teams are likely to stand out in 2025. Representation at the leadership level not only helps to attract talent but also signals to professionals that they have opportunities for advancement within the company.
Sales professionals want to see themselves reflected in the senior ranks, and businesses that can demonstrate a commitment to diversity will find it easier to attract and retain top talent.
Moreover, inclusivity in hiring can have a direct impact on sales outcomes. Buyers are more likely to trust and engage with salespeople who reflect their own backgrounds and experiences. Companies should view diversity as not just a moral imperative but a strategic advantage.
Compensation trends: getting the balance right
While salespeople remain driven by salary and commission, many are looking for more than just monetary incentives.
Flexible working arrangements, clear career progression, and recognition for achievements are equally important. However, some employers have been cutting commission rates or increasing targets without adjusting pay accordingly - moves that can alienate their workforce and push high performers to look elsewhere.
To stay competitive, companies must offer packages that reward success without introducing barriers to earning potential. A successful compensation strategy will balance competitive base salaries, uncapped commissions, and meaningful nonmonetary benefits.
Download your copy of the Reed marketing and sales salary guide 2025 now.
